Not necessarily. All that person has to do is tap into a controversial topic that divides people and involves the company.

E.g. "Big pharma researcher says our system is killing people." If it wasn't already done and old news, if it happened to get traction we'd have the same situation. And let's not kid ourselves, he's probably not the first there to state this or even the first to share his views. He is the first that had it turn into big news because it went viral, but content isn't the only factor in something going viral.